Harvard Review recently conducted a study on what occurs when people are provided with options in a sales environment. They discovered that when test groups were offered one DVD player (Brand A), only 10% would buy. When they added a second player to choose from, 32% purchased brand A, and 34% purchased brand B. The lesson? People love choices, so if you want to build a more profitable, successful auto repair business, you need to offer your customers options (like a repair with a longer warranty, for example) at every opportunity.
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